Free tool
UTM Link Builder
Create clean, consistent campaign URLs so you know exactly which ads, posts and emails drive traffic and sales.
Quick presets
Your tracking link
How to use UTM parameters properly
Without UTMs, a lot of your campaign traffic shows up as “direct” or “referral” in Google Analytics, and you can't tell which posts or ads actually worked. Tagging every external link fixes that.
A simple naming convention
- Source: where the traffic comes from, e.g.
facebook,newsletter. - Medium: the type of channel, e.g.
cpc,email,social. - Campaign: the specific promotion, e.g.
diwali_sale_2026.
Write your convention down and share it with your team so everyone tags links the same way.
FAQs
What is a UTM parameter?
UTM parameters are tags added to a URL, like utm_source and utm_medium, that tell Google Analytics where a visitor came from.
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign are the essentials. utm_term and utm_content are optional and useful for keywords and A/B tests.
Should UTM values be lowercase?
Yes. Analytics treats 'Facebook' and 'facebook' as different sources, so lowercase values keep your reports clean.
Can I use UTMs on internal links?
No. UTMs on links within your own site overwrite the original traffic source and break attribution. Use them only on external links.
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